How Many Highlands Coffee Stores in Vietnam? 800+ (2026)

Vietnam — A Global Coffee Powerhouse

Vietnam is the world's second-largest coffee producer after Brazil, yielding approximately 1.8 million tonnes per year. Around 97% of that is Robusta — high-caffeine, boldly bitter, thick-bodied beans prized by roasters worldwide for espresso blending. The red basalt highlands of the Central Highlands — especially Đắk Lắk and Lâm Đồng provinces — are among the planet's most fertile coffee-growing territories.

Vietnamese Robusta is present in the vast majority of espresso cups served in Italy, France, and cafés across Europe — even if consumers rarely realize it. Robusta's dominance isn't just an agricultural story; it is the foundation of a whole chain industry now pushing into global markets. Read more about the broader economic context in Asia economic outlook 2026.

The Major Coffee Chains at a Glance

Highlands Coffee: From Vietnam to Manila

Highlands Coffee is Vietnam's largest coffee chain by outlet count with over 800 locations. The brand is owned by Jollibee Foods Corporation — the Philippine fast food conglomerate that also owns Chowking, Greenwich, and holds stakes in Smashburger. Jollibee's 2012 acquisition of Highlands was one of its most strategically savvy investments, transforming a domestic chain into a regionally scalable brand.

In 2026, Highlands Coffee is expanding into the Philippines — the parent company's home market — creating an interesting strategic loop: a Vietnamese brand returning to Philippine soil with Jollibee's ready-made distribution advantage. This expansion model differs sharply from Starbucks or Western chains, relying on regional partnerships rather than foreign capital.

Phúc Long: Masan Backing & the American Dream

Phúc Long is the most distinctive of the four major brands because of its bold combination of premium fruit teas and authentic Vietnamese iced coffee. After receiving a strategic investment from Masan Group in 2019, Phúc Long accelerated from a few dozen outlets to over 130 locations in five years. Its kiosk model inside WinMart supermarkets (also Masan-owned) gives the brand massive customer reach at lower operating costs.

The most exciting leap is Phúc Long's planned locations in Little Saigon, California — the largest Vietnamese community outside Vietnam. This is not just a business strategy; it is a cultural homecoming, bringing the brand to its most potentially loyal diaspora audience. If successful, this model could pave the way for broader presence in major US cities.

Globally Viral: Egg Coffee, Salt Coffee & TikTok

Before Vietnamese coffee chains set foot abroad, Vietnamese coffee culture had already spread worldwide through TikTok. Millions of videos showcasing egg coffee, salt coffee, and phin filter drip created a global wave of curiosity — laying favorable groundwork for international brand expansion.

Historical Journey: From the Phin Filter to Globalization

Facing Starbucks: Local Champions vs. Global Giant

Starbucks currently operates over 90 locations in Vietnam and, alongside Coffee Bean & Tea Leaf, creates significant competitive pressure. However, domestic chains retain overwhelming market share through advantages that cannot be replicated: pricing 3–5 times lower, flavors tuned to local palates, and deep cultural connection. A cà phê sữa đá at Highlands costs around 45,000 VND (~$1.80) versus 90,000–110,000 VND (~$4.50) at Starbucks.

The intriguing paradox is that as Vietnamese brands go international, they must compete with Starbucks on foreign turf — but with entirely different weapons: cultural narrative, flavor differentiation, and the gravitational pull of the Vietnamese diaspora. It is an asymmetric competition but a fascinating one in the global coffee industry context.

Vietnamese Gen Z & the 'Third Place' Culture

Vietnamese Gen Z — born between 1997 and 2012 — are reshaping how coffee is consumed in ways no one predicted two decades ago. Coffee shops are no longer just places to drink coffee; they are makeshift offices, study halls, group meeting rooms, and social rendezvous points. The 'third place' concept — not home, not work — is booming.

Vietnamese Gen Z customers spend an average of 2–3 hours per café visit — an astonishing number compared to Western markets. This drives chains to invest heavily in high-speed WiFi, power outlets, quiet zones, and Instagram-worthy interior design. Highlands, The Coffee House, and Phúc Long are all racing to become the ideal 'second home' for young urban dwellers.

Export Ambitions: Taking Vietnamese Brands Global

Trung Nguyên Legend is the pioneer in exporting Vietnamese coffee brands. Its G7 instant coffee is now sold in over 60 countries, and the company is building a premium flagship store model in major world cities. Founder Đặng Lê Nguyên Vũ has stated his goal of making Vietnamese coffee a global brand on par with Starbucks — an ambitious vision but not without foundation.

The Vietnamese diaspora — approximately 5.3 million people worldwide — plays a crucial role as a natural distribution network and initial loyal customer base. Little Saigon in California, Hackney in London, Cabramatta in Sydney: each community is a potential bridgehead to bring Vietnamese coffee brands to local consumers through word-of-mouth. See more about Asian brand trends in Southeast Asia startup trends 2026.

The Economics of the $1.50 Iced Milk Coffee

A glass of cà phê sữa đá at a Hanoi or Ho Chi Minh City street stall costs around 20,000–35,000 VND (~$0.80–$1.50) — but behind that modest price tag lies an entire economic ecosystem. Domestic Robusta coffee, Vinamilk condensed milk, ice blocks from local factories, a traditional aluminum phin filter, and a low plastic stool on the sidewalk: the entire supply chain is Vietnamese.

When cà phê sữa đá appears on Phúc Long's menu in Little Saigon at $6–$8, the economic story flips entirely — but the cultural and emotional value is preserved intact. This is the power of food branding: a humble drink becomes a premium product when placed in the right context and told with the right story. Explore more global business strategies in Vietnam economy 2026.

Challenges: Supply Chain & International Standards

The path to global expansion for Vietnamese coffee is not without obstacles. Food safety standards in the US (FDA) and EU demand far stricter production processes, testing, and certification than the domestic market. Importing condensed milk and ingredients from Vietnam to the US also runs into complex customs and quarantine regulations.

Additionally, recruiting and training local staff who understand Vietnamese coffee culture is a significant challenge. The franchise model requires rigorous quality control systems to ensure a cup in Manila or California still retains the flavor and spirit of Vietnam. This is a difficult equation that every global F&B brand faces, and Vietnamese chains are learning fast.

Key Takeaways

• →Vietnam is the world's 2nd largest coffee producer — 97% Robusta, the backbone of global espresso blending
• →Domestic chain market estimated at $1.2B in 2026, growing 8–10% annually
• →Highlands Coffee (800+ outlets) is expanding to Philippines backed by Jollibee Foods Corp
• →Phúc Long is targeting Little Saigon, California — entering the largest overseas Vietnamese community
• →Egg coffee and salt coffee went globally viral on TikTok — free brand awareness at massive scale
• →Vietnamese Gen Z spends 2–3 hours per café visit — the 'third place' model is a core strategy
• →Starbucks has 90+ Vietnam locations but prices are 3–5x higher than domestic chains

References

1. Highlands Coffee — Wikipedia
2. Phúc Long Heritage — Wikipedia
3. Vietnamese coffee culture — Wikipedia
4. Trung Nguyên — Wikipedia
5. Coffee production in Vietnam — Wikipedia

Frequently Asked Questions